There was this Gent M thingy about unions and social media. It wasn’t that much about social media actually, more about the role of unions in society. We’re young and don’t really get the how and why of unions. Especially not us “knowledge workers”. Nor do they get “us”.
In other news: social media should become part of your communication plan. You do have a communication plan, right? It’s not that difficult: you state who’s going to communicate what to whom when. The only new part is probably that you’ll be more confronted with people insulting you or saying bad things.
Oh, and one more rule: don’t insult people (back). Stay calm, be clear in your communication and explain.